Making corporate sponsors of an athletic event feel XXL on an M budget.

Coffee Table Book

SITUATION
Founded in 1964, The Atlanta Track Club (ATC) is the second largest running organization in the United States and is the producer of the Peachtree Road Race. The world’s largest 10K, “The Peachtree” brings more than 60,000 runners to Atlanta every year during the July 4th holiday. In 2013, the ATC was looking for a new and unexpected way to thank the corporate sponsors of The Peachtree, while showcasing the new club logo and branding. So they engaged The Crafton Group to deliver some fresh thinking.

INSPIRATION
TCG designed a modular “coffee table book” that captured the overall drama of the race, but had select sections that could be tailored to highlight the activities of individual sponsoring brands. Each sponsor got a spectacular, one-of-a-kind commemorative tome that delivered an impression far beyond the ATC’s fairly basic budget.

OUTCOME
Presentations of the impressive books, filled with beautiful visuals and solid data dedicated to each individual sponsor helped the Atlanta Track Club achieve a 96% renewal of sponsorships in 2014.